Not only is Call of Duty: Modern Warfare 3 completely overhauling its DLC and multiplayer content, but the developer and publishers are also helping produce online TV content, just for the fans.

As announced by Activision Publishing CEO Eric Hirshberg, this online content will be grouped under the "Elite TV" label (no, not the X-rated British TV channel), featuring two different kinds of shows.

First up is "Noob Tube," which features fan-made videos that has COD players talking smack to each other in online matches. Running commentary will be hosted by Arrested Development stars Will Arnett and Jason Bateman, who we suppose are Call of Duty fans themselves (?). "Friday Night Fights" follows a different format, and will showcase matches between certain types of people known as polar opposites. That could be a lot of things, too: Democrats vs. Republicans, Yankees fans vs. Red Sox fans, Mormons vs. Atheists, Ohio State fans vs. University of Michigan fans, or PS3 fanboys vs. Xbox 360 fanboys.

Does anyone else smell ratings?

[Source: Official Call of Duty Website]